For real estate professionals, the core of a great reputation is providing value to clients. You want to market yourself as a prominent member and anchor of your community.
Being a real estate agent will often mean more than just trying to sell homes and increasing your bottom line. Creating “a sense of home” in your city or town is also part of the job. Strategically working towards becoming a leader is an investment of your time, but it’s one that will pay off in the long run. Not only will it help you build connections and draw in additional leads, it can also make you stand out from the crowd.
Be the “unofﬁcial Mayor” of your community
Be more than a salesperson. Instead, be the one who knows everyone. Develop knowledge, resources, and business connections that you can deliver to your clients or peers quickly and easily. If a client or community member needs to ﬁnd someone to help with something, be the connector. Someone’s roof is leaking: know the best roofer in town.
This reputation can help you gain listings. Potential clients go with the agent who delivers, who they trust. When you make it your strategy to be that agent, you’ll gain social influence in a big way.
Here an example: A client of ours often blogs about any media attention the city of Providence receives, both local and national. After writing about the national attention this small New England city was receiving, the local Mayor’s ofﬁce contacted our agent and told him he was doing a better job at promoting the city than the tourism board itself! Connecting with local business helps everyone. As an agent, you’re in a unique position to do just that. Luckily, there are some easy steps that can help you move into this leadership role.
Maintaining your social network, both in-person and online, will help grow your reputation as a local industry leader. Your content will be the kind that people will want to share and reshare. It will help your business and build your “social proof.”
What is Social Proof? Social proof, also known as informational social inﬂuence, is a psychological phenomenon where people assume the actions of others in an attempt to reﬂect correct behavior for a given situation. – Wikipedia
What gives you social proof?
- Lots of social media followers
• Blog posts with lots of shares
• Local newspapers republishing your content
• Client reviews
• 500+ Connections on LinkedIn Social proof encourages your readers to stick around, read more, and share. If someone is considered important by your peers, you are more likely to think they are important.
In other words, utilize your website, blog and email campaigns to feature what’s going on in your city. One way is to feature local profiles or interviews twice a month. Your blog shouldn’t just be about new listings – try to focus on the community as a whole. Providing a spotlight to the “in-crowd” will ensure that you get regular visitors to your page. This way, you can become a leader that community members look to for local news and updates.
Here are some strategic ways to get more social in your community:
Promote your city’s accolades on social media
Provide a summary of any accolades your community has received, both local and national. Share any great news that makes your city stand out. This typically gets the most online response. The end of the year is a great time to provide a summary of the highlights that your city has received in the media. If you are niched even more tightly – speciﬁcally in a section of a community that you or investors are developing, this provides a ripe opportunity for your website to become the go-to source for news about that area. Position yourself as an expert on your community, and it’ll mean a lot of trafﬁc, love from Google and more business for you.
Sponsor local events
Sponsoring your local non-profit will highlight your company as well. Showcase local businesses or community leaders that are doing great things. Recognizing their accomplishments helps you stand out as someone who cares about the place where you live, work, and play. It also makes for great blog posts!
If you’re sponsoring an event in person, then head to your local Staples and print out your company’s banner. This is a great opportunity to have others promote you and your business. Many times, they’ll share and reshare all of their sponsors on all of their social media platforms and marketing materials. It’s a win-win.
Cross-promote businesses in your email campaigns
Businesses cross-promoting one another is great exposure for everybody. Your company’s website will reach further when it’s coming from a trusted local business. Think about it: Imagine another business reposting your blog post on their company newsletter? Many forget to ask local businesses to share blog posts with their email list and social media, which is always a missed opportunity!
Here’s an example: When Valentine’s Day is just around the corner, contact the most popular florist in town and feature them in your next email campaign, titled: “Valentine’s Day: Where to shop for gorgeous bouquets in Providence”. In return, ask the local florist to share your email campaign on their email blasts!
Add an event calendar to your website/blog
There are likely to be plenty of events taking place in your area throughout the year, from concerts to local festivals and gatherings. Use some space on your website for an event calendar. This can help your site become an info hub that locals and visitors use to ﬁnd out what’s coming up in the future.
Consistently share positive local market news
Is the time right to buy or sell? Are new tax incentives being introduced? Providing this kind of up to date information can help you gain trust in you and your capabilities as a real estate professional. Here’s a tip: Make sure to only share positive news. Otherwise, you’ll be creating your own roadblock. The goal is to get more clients to put their home on the market. Not instill doubt or fear towards the market.
Become the leader your community deserves. You can vastly improve your reputation by approaching your website strategically, rather than letting it sit there. You can generate more trafﬁc to your site by becoming the go-to source for information about local events, market news, business referrals, and so on.